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Does marketing feel
like you’re throwing money down the drain?
When marketing costs you more than it delivers on results, it’s extremely frustrating.
And what’s frustrating is that you don’t know where you went wrong. You’ve spent the money – so why aren’t your sales increasing?
It doesn’t help that marketing is so confusing. Every person you speak
to probably has their own view on what you should be doing. The result:
you’re totally confused! Is your business suffering because you're confused by marketing?
Think of marketing this way:
Marketing is like a leaky bathtub. In the tub you have your pool of customers. And the traditional way of topping up the bathtub is to turn on the advertising tap.
But there’s a problem. Your bath leaks. And yes, it’s always going to leak to some extent, because people have changes in their lives: they might move to another town, get married, get sick, die, start a new career, have a baby. All sorts of things that you and I have no control over.
However, the effect of those factors is actually quite small. Only 4% of your customer loss is due to this type of natural attrition.
By far the biggest reason you’re losing customers is because your clients don't feel valued. A study has shown that a whopping 68% percent of customers go to competing businesses because of “perceived indifference”. That means they didn’t feel valued or cared about.
Introducing The Leaky Bathtub...
Randomly spending money on marketing won’t
help your business
With The Leaky Bathtub, your marketing will generate more consistent results
You’ll get more consistent marketing is for 3 reasons:
Reason 1: The Leaky Bathtub is based on established marketing theories and concepts.
Reason 2: These marketing concepts have been implemented by not just us, but also our consultancy clients. The clients that have stuck to the concepts have seen real returns on their marketing in terms of increased sales, increased customer retention, less money wasted on campaigns that don’t work, and increased profitability.
Reason 3: These concepts are simple – but they are very powerful! Don’t be fooled by the simplicity ;) They’re not a magic trick, but over time they will generate very real results.
So what’s in The Leaky Bathtub? And how can it help you?
Here’s just a tiny preview of what’s in The Leaky Bathtub:
Shoppers vs. Customers: Did you know that someone who buys from you just once isn’t a customer? They’re a shopper, trying your business to see if they like it. Find out what the different levels of customer loyalty are, and how this can help your business.
Emotional bank balance: customers don't just have financial bank balances, they have emotional ones. And your transactions with your customers will make either a positive deposit, or a negative withdrawal. Learn why it's important to never go into overdraft - and how to achieve this.
Who are your customers?: We’ve been talking a lot about customers – but who are they? You’ll learn how to really understand your target customer, as this is absolutely pivotal to your marketing. Once you’ve got this sussed, so much of your marketing will fall into place.
Decisive Dan and Tentative Tom: Not all customers have the same decision process. Find out more about these different personalities – and how you can increase your sales by appealing to them all.
First appearances: Learn what kinds of things your customers will judge your business on... this may surprise you!
Sales skills: Marketing is the engine that powers your sales... find out how to be a great salesperson - without being cheesy or pushy.
Measuring your marketing: As the saying goes, “if it ain’t being measured, it ain’t being managed”. Find out what you should be measuring, and what the numbers actually mean.
Planning your goals: Those are words which have terrified more than a few business owners with their vagueness and immenseness! Put all that behind you, and figure out some basic numbers that are actually meaningful to you. (You’ll be guided through this, step-by-step.)
The Leaky Bathtub is designed to do the following:
1. Appraise where your business
is at now in a way that makes sense to you.
The Leaky Bathtub uses a simple system to achieve the above:
3. Case studies: seeing the concepts applied to real-life businesses can really boost your learning and understanding. It’ll also help you get started with your own brain storming.
4. Checklists and summaries: it’s
all very well reading about marketing – but it needs to be
implemented! The checklists and summaries are designed to help you
do exactly that.
6. Separate Workbook: this contains all the worksheet pages. As well as being a helpful summary, it’s ideal if you want to re-do the exercises without having to reprint the book itself.
7. Quick Fix Marketing Toolkit: sometimes being in business can be downright difficult and frustrating. And when the chips are down, you need results quickety-quick... and without spending an arm and leg in the process. That's where the Quick Fix Marketing Toolkit comes in; it steps you through the most crucial parts of The Leaky Bathtub so you have a clear plan of attack when the going is tough. Even if you don't need a Quick Fix right now, at least you've got these resources at hand should you ever need them.
What’s different
about The Leaky Bathtub?
(Incidentally, it's the same approach
I've been using for my business since I started up in 2006, and it's
why I'm now in the position where I have a Waiting List for my
consulting work.)
“It’s great how The Leaky Bathtub offers easy to understand concepts of great marketing. This relates well to the SME target market who may struggle with understanding marketing. Sometimes you need a “book before the book”, and that’s not a joke, because this book explains concepts simply in a way that’s easy to understand.
But do you really need to read another marketing book?
“I was worried this would be another dry textbook that repeated what I already knew”
I was worried that The Leaky Bathtub would be another dry textbook that just repeated all the marketing theory I already knew back to front. But The Leaky Bathtub is very easy to read. The entertaining stories and cartoons about Sara's broomstick repair shop have really stuck in my mind. There were some missing pieces of the marketing puzzle that have fallen right into place now.
Most importantly it's made me realise how little of the theory (that I did already know) I actually put into practice. Rather than a dusty old boring textbook, The Leaky Bathtub is a dynamic workbook which guides you through applying what you learn to your own business.
I will be recommending The Leaky Bathtub to small business owners like myself who are completely new at all this marketing stuff, as well as to those who feel like they already know it all in their heads, but haven't figured out a plan to actually get it done.
Trisha Cupra, Blue Owl Web Design, Australia
“I thought this book wouldn’t tell me anything I didn’t already know”
“I was referred to The Leaky Bathtub thinking, “not another book on marketing that I don’t have time to read that will tell me nothing that I don’t already know.”
OK, so I was wrong.
What I liked most was that I could whizz through it picking up practical tips that made sense. Things that I could do right now.
I loved the open engaging style which made it easy for me to read it cover to cover in one sitting.
Important: Reasons Why You Shouldn’t Delay
#1: More effective marketing For your marketing to be more effective, you need to know a bit more about marketing. Unfortunately most of the advice you’ll get will be from people who are trying to sell you their service, be it graphic design, websites, advertising, and so on. This book has no bias: the goal is for you to learn how to invest your marketing budget wisely.
#2: Improved customer conversion and retention By understanding more about your customers, and more about their decision-making process, you’ll be able to make more sales.
#3: This works for ALL small businesses, whether you’re into Services or Products Basic marketing theory doesn’t really change that much from Product marketing to Service marketing: this book covers both. And with the case studies dotted throughout the book, you’ll learn how to apply the tools and techniques to your own business.
Not only do I use the techniques and tools in the book (for marketing my Services and my Products), but it’s the basis of the consulting work I do with my clients too. The ones who have used this approach have managed to grow their businesses without spending massive amounts on marketing.
#4: There’s no risk The Leaky Bathtub is 100% guaranteed for 60 days. So take your time to read through the information. And if it isn't right for you, just send me an email and I'll happily refund your money in full.
Complete details of The Leaky Bathtub
Part 1: Why does it say this is Part 1? How many parts are there? “Marketing 101” is the first book in The Leaky Bathtub trilogy; in total there will be 3 parts.
Part 2 will be available by the end of 2011, and Part 3 will be available early 2012. You are under no obligation to buy Parts 2 or 3.
Format: What do I receive when I make the purchase? You'll receive three ebooks:
All of these ebooks are in PDF format.
Delivery: How will the ebooks be delivered? The ebooks will be delivered via the internet. Once you've entered your payment information on-line, I'll personally send you an email. This email will contain full instructions on how you can download the ebooks from the internet. (Don't worry if you're not technical, or if you've never bought an ebook before - I'm here to help you if you get stuck!)
Payment Methods: Can I pay by Credit Card? You can pay via credit card (Visa, MasterCard and American Express). Payment is via PayPal, so if you have a PayPal account, you can use that if you wish. Your payments are secure.
Currency: Which currency will my payment be in? What about tax?
Support: Do I get any support? If you have an issue getting the files to download or open, please do let me know. If you'd like help with implementing the strategies in The Leaky Bathtub, or with working through the exercises and Workbook, that's something that FX Marketing may be able to help you with in a marketing consulting capacity. Our usual consulting fees would apply, as this is not included with the ebook purchase. (Besides, the ebooks have been written and designed so you can easily do the exercises without any help. I want you to learn the techniques for yourself.)
- Learn how customers make decisions: not everyone is created the same way. - How adapting to both Tentative Tom and Decisive Dan will boost your response rates.
Why Businesses Lose Customers - These statistics may surprise you! - Knowing this is the key to spending your marketing budget wisely.
Why Your Business Needs A Story If You Want Raving Fans - Giving your customers ‘Mentionitis’ is a good thing. - We all love word of mouth referrals: a story is the key to getting even more. - Why someone who buys from you once isn’t a customer. - Why repeat business is the key to business success.
Measuring Your Marketing In A Way That’s Meaningful To You - Numbers are boring, right? Not if they actually mean something to you... - Step-by-step number crunching to help you understand your business better. - How to stop wasting money on marketing that doesn’t work.
That’s just a fraction of what’s in the book! There’s a lot more, all written in plain English in a way that you can implement right away.
The Goodies
#1: 'AIDA In Action' ebook (How to increase your sales with this no-cost marketing technique)
#2: Campaign break-even calculator
#3: Optional email e-course
The Leaky Bathtub Special Offer
If you’re happy with the content of the book, consider this. It costs about the same as a round of beer for your friends. But the practical information it contains has the potential to boost your business. This is one investment you want to make in your business - and as quickly as possible.
The products are guaranteed!
PS. Don't want to buy online? New Zealand customers are also able to pay by Direct Credit or Cheque: you'll be given access to the products once we've received cleared funds in our bank account. Email me for details.
PPS. If by any chance, you have any problems please just email me. And remember, the ebooks have a 100% money-back Guarantee for 60 days... so go on, put an end to your confusion about marketing for once and for all. |
There's very little point in turning on the advertising tap, when you've got customers leaking away. That's expensive!
Testimonials
"FX Marketing has made a real difference to my business: their expertise has helped me market to my target market perfectly, and as a direct result of this my business has obtained lucrative and profitable contracts. This kind of expertise is worth its weight in gold!"
Sharon Main Aspire Mortgage & Insurance Brokers
"The Website Owner's Manual eBook is written in a way that’s really interesting and is full of information that’s totally new to me. In fact, I found the book so absorbing I couldn’t put it down and even continued reading it at dinner in a restaurant!
I’d really recommend the Website Owner’s Manual to any business owner
wanting to get the best results from their website.” Mark Barham Auckland Plumbers Group
"You have given me some great ideas and it has clarified and focused me in terms of what I should be focusing on.
It's so good to see a sensible plan forward for my marketing."
Stephanie Crawford Jada Accounts & Bookkeeping
"The Leaky Bathtub has very handy tips and insights that come as a result of the years Cornelia has spent testing and measuring marketing methods.
This relates well to the SME target market who may struggle with understanding marketing. Sometimes you need a “book before the book”, and that’s not a joke, because this book explains concepts simply in a way that’s easy to understand."
Jerome Jacobs Business Consultant
"Cornelia’s work is super professional, and her communication is outstanding. She is very respectful of our marketing budget, and always works within the means. Cornelia listens and adapts to our needs ensuring marketing is tailored to suit us, our clientele and our industry.
Her marketing skills have helped my small business to keep great relationships and rapport with our existing clients, as well as bringing new business.
Cornelia brings great ideas and most importantly puts them to action. We would recommend FX Marketing to any business in need of a boost."
Ursula Wyss Ursula Wyss Hair Design
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FX Marketing Limited Email: info@fxmarketing.co.nz Phone: +64 9 419 6560 |
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